Norhuasen City

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In my own opinion, I think they should keep it on; success can’t be achieved without hard work, I recommend the following:

- Study how to enter new markets: they should consider the global market carefully especially places with high population like USA, Russia, and China.

- Plan and launch a new version with new properties coping with area, time, technology and any other aspect.

- Try to find out a way to link Nordband products to the past, present, and future to meet up with maximum people taste.

- Every single customer should feel special while using the product, so try to establish a relationship between consumers and products.

- Don’t get arrogant and keep learning from others as long and as much as you can.

Questions:

1) Nordband must go to the global market like Asia and USA which are considered to be as big new markets. They shall focus on wider segments of consumers and produce suitable products for them, they shouldn’t stop on Eiskorn as a new product, they should go forward for more products.

2) Nordband coped with macro – environment through being open minded for evolution and deciding to send one of their expert distillers to see whats in the European market, they accepted that they should learn from their competitors and understood that they are dealing with a new different consumers than they had before and so they did.

3) Nordband competed directly with West German companies, and moreover they were competing against companies throughout Europe; they were competing against German schnapps distillers, Scottish whisky distillers Dutch jenever producers, Danish akavit distillers and so forth.

4) They should support Eiskorn more and more through more market studying and suitable promotion, they should keep evolvingthrough chosing right new products or versions in order to build up on the success of Eiskorn.

5) I think the most positive factor Nordband was going for is that they understood the problem very well, accepted the idea that they must change and adapt with the new situation, took action by sending one of their own distillers on a tour to check out how people actually work, and being open minded enough to understand that their legacy in Doppelkorn is no more important to new consumers.